Description of Report: Product Line Replacement
General Presentation
Last year Unilever introduced the hair cleanse product line Oxygen, targeting customers with flat hair for adding extra volume and fullness. However, although the initial sales were satisfactory, during the last year and the beginning of this year Oxygen product line, which includes the Moisture Shampoo, the Moisture Conditioner and the Moisture Root Lift Spray, fall beyond the expected sales (Dove Hair Care, n.d.). This product line was produced in limited edition to cover the potential consumption for two years. This strategy allows Unilever to withdraw the Oxygen product line from the market without experiencing losses. The ...